150 Bede Cardiac Hospital Milan

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    Marketing plan for a 150

    bedded Cardiac Hospital

    Dr Milan D Choksey ( 2009 HO 003)

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    Malabar Hill Cardiac Centre

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    Malabar Hill Cardiac Centre

    Vision

    The Malabar Hill Cardiac Centres vision of the

    future is an integrated health care system thatachieves a dominant place in tomorrows

    health care market by providing high quality,

    cost effective cardiovascular services that

    meet the needs of our communities.

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    Mission

    The Malabar Hill Cardiac Centre, through

    partnering with physicians and employees, iscommitted to delivering state-of-the-art

    cardiovascular care in a professional, caring,

    patient-focused setting, which will enhance

    the quality of life for our patients and their

    families

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    Values

    High quality Community

    Excellence Accountability

    Awareness Results

    Respect Expertise

    Teamwork

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    Situational analysis

    Location: Malabar Hill, South Mumbai

    Fully functional Cath lab and Cardiac

    Diagnostic Services No other comprehensive cardiac hospital in

    surrounding area

    Residences of high-income group families Residences of many corporates

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    Location of many corporate offices

    High degree of awareness of life style diseases

    Presence of many wellness centres, gyms, etc

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    Marketing strategy

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    Marketing team

    Reports to the CEO

    Team of about 4 to 6 persons

    Should comprise of persons who have passion formarketing

    Preferably some one who has experience ofmarketing

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    Marketing Ps

    Product/services

    Price

    Place

    Person

    Promotion

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    PRODUCTS/SERVICES PROVIDED

    CARDIOLOGY

    Coronary, carotid, radial and renal

    angiography

    Coronary, Carotid, Renal and

    Peripheral Angioplasty and Stenting

    Primary Angioplasty for Acute

    Myocardial Infarction (Heart Attack)

    Balloon Mitral, aortic and pulmonary

    Valvuloplasty

    Intra-arterial thrombolysis and coilembolism

    Pacemaker implantation

    Electrophysiological studies

    Device closure of ASD, VSD, PDA

    Paediatric interventions

    CARDIAC SURGERY Coronary Artery Bypass Surgery

    Division CABG

    Valvular Heart Surgery

    Paediatric Cardiac Surgery Division

    Minimally Invasive Cardiac Surgery

    Aortic Surgery Division

    Circulatory Assist Division

    Surgery for Heart Failure and HeartLung Transplantation Division

    Renal

    Dialysis unit

    A-V fistula creation

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    TECHNOLOGY

    1.5 Tesla whole-body MRI

    with total imaging matrix

    technology

    64-slice CT scan

    Flat panel cath lab

    800mA X-ray with floating

    table

    SUPPORT SERVICE

    Blood bank

    Dialysis

    Laboratory

    Heamatology, Clinical

    Pathology, Histopathology,

    Cytopathology,

    Microbiology and ImmunoAssay.

    FACILITIES

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    HEALTH CHECK UP

    EXECUTIVE

    Consultation by a cardiologist

    Blood sugar Random

    Lipid Profile X-ray Chest PA view

    Treadmill test or

    Echocardiography

    Final assessment & report

    64 Slice CT angiography

    COMPREHENSIVE

    Consultation by cardiologists

    Blood sugar Random

    Lipid profile

    ECG

    Complete Haemogram

    Urine routine and Microscopy

    Serum creatinine

    X-ray Chest PA view

    Treadmill test and orEchocardiography

    Cardiac Catheterization andCoronary angiography

    Final assessment & Report

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    AMBULANCE SERVICES

    A high tech mobile coronary care ambulance,

    fitted with all the essential equipments

    (ventilator, defibrillator, multi parameter

    patient monitoring system and roll-in

    stretcher) and communication facilities

    needed to transfer the patient to the ABMH

    cardiac centre available 24 hours a day.

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    PRICING

    The pricing strategy to be used is:

    1. Premium pricing: as ours is the only hospitalwith cath lab facilities, premium prices can

    be charged for the service s provided

    2. Competitive pricing: for other services,market based pricing is employed

    3. Cost plus pricing = service cost + profit4. Promotional pricing: adopted for health

    check up plans to promote the service

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    Place

    Place is our hospital where the services areprovided

    In hospital marketing

    Dedicated public relations department Dedicated call line

    Comfortable ambience and landscaping

    Helpdesk

    Easy registration process and token system

    Comfortable waiting areas

    Proper signage's

    Display floor wise hospital map

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    State of art Cath lab and Cardiac diagnosis

    centre

    Health check up lounge In hospital gym, yoga centre, music centre,

    cooking classes

    S

    tress management clinics

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    People

    Various stakeholders include:

    1. Customers (patients)

    2. Doctors/nurses/paramedical staff3. Corporates

    4. International patients

    5. Vendors/suppliers

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    Customers (patients)

    Targeted population comprises of:

    Elderly people (primarily)

    People with positive family history

    People with previous history of cardiac related

    episode

    People with known diagnosis of cardiac problems

    People with other risk factors like obesity,diabetes, etc

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    Brochures, flyers, posters, billboards

    Newspaper ads , magazines, lifestyle sections, etc

    Bus stops and depots, railway stations, sides of

    buses and trains, at airports

    Kiosks at malls, theatres, other public places

    Health check up camps targeting special

    populations like elderly, special risk groups, etc Community out reach programs

    Organizing public lectures

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    Radio and television National and local channels

    Advertisements in English, Hindi, Marathi and Gujarati

    Preventive and health maintenance tips from panel

    doctors Radio interviews and discussions on important cardiac

    topics

    Targeting local public forums and groups like laughingclub, skating club, yoga club, etc

    Targeting patients clubs like hypertension club,diabetes clubs, etc

    Targeting health promotion facilities like gym, spas, etc

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    Online marketing

    Comprehensive up-to-date website Creative and catchy

    Information regarding services provided

    Information regarding panel doctors and their timings

    Virtual tour of the hospital cath lab, rooms, cardiacdiagnostic lab, yoga centre, gym, etc

    Link to blogs, discussions, videos highlighting the servicesof hospital

    Presence on social networking sites like facebook, orkut,linkedin, etc

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    Personalized service

    Dietary and lifestyle management advice from

    experts

    Communication with corporate physicians

    Participation in Corporate Social Responsibility

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    Doctors

    Highlight the panel doctors in hospital brochures,websites, etc

    Easy access to all referring doctors

    Continuous CMEs for panel and referring doctors

    Allowing research work for panel doctors

    Conducting conferences on cardiac topics

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    Highlight some major surgery, procedure or

    achievements

    Greetings/gifts on major events of doctors life

    Communication with local professional bodies like

    cardiologists association, physicians association,etc

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    Nearby hospitals, labs, etc

    Co-promotion such as camps, CMEs, publicprograms etc

    Tie-ups with key referral centers

    Key specialist support

    Staff training to improve quality

    Co-branding

    Network hospital approach

    Profit sharing arrangements

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    International patients

    Identify countries from where customers areexpected

    Marketing in identified countries

    Tie up with hospitals, insurance agencies, otherhealth care providers in the country

    Hospital webpage in language of targeted country

    Tie with transport agencies, hotels, tourorganizers, restaurants providing targeted

    countries cuisines

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